基于参照群体的旅游目的地形象感知和旅游意向——以张家界市为例

以张家界市为对象，探究了参照群体、旅游目的地形象感知与旅游意向之间的关系，并建立了研究模型.结果表明，参照群体在信息性、功利性和价值表达性3个情境下，对旅游目的地形象感知和旅游意向都有正向影响，且影响强度依次递减；旅游目的地形象感知与旅游意向之间存在正相关关系.旅游营销管理者应重视挖掘参照群体作为旅游者信息渠道的价值，区别和塑造不同维度上的旅游目的地形象，增强居民的旅游意向.

Study on Travel Destination Image Perception and Tourists' Intention Based on Reference Group:A Case Study of Zhangjiajie City

Taking Zhangjiajie City as a case,this study makes an empirical exploration into the relationship among reference group,travel destination image perception and tourists' intention and build a conceptual model.The results show that reference group has positive influence on both travel destination image perception and tourists' intention in information,utilitarian,and value expression situations.In information situation,reference group has the greatest influence.The results also confirm a strong positive correlation between destination image perception and tourists' intention.The empirical results suggest that tourism marketing managers should pay attention to the role of reference group as the information channel and build multi-dimensional destination image so as to strengthen tourists' intention.